Master Class 3

Creating a SUSTAINABLE growth strategy

Section 1: Learning Outcomes

Let’s take a deeper look…

  1. Remember your vision and who you are aiming to serve with your vision. Always consider who the beneficiaries of your work.

  2. Develop a deep understanding of what an Outbound Marketing Strategy is.

  3. Develop a deep understanding of the Sales Processes within an Outbound Marketing Strategy for Business to Business (B2B), Business to Consumer (B2C), Business to Government (B2G) sales.

  4. Leverage Artificial Intelligence through Chat GPT to conduct an Industry Segmentation exercise. Your chosen industries will be published with goals in Miro.

  5. Leverage Artificial Intelligence through Chat GPT to conduct a Market Demographic Segmentation exercise. The criteria that you create and set through this will inform your list of organization titles who you will reach out to in your sales process. This material will be stored in Miro.

  6. Review your published Timeline, Industries, and Organizations you will be reaching out to over the next year. Consider Lead Generation options.

Section 2: INTroductory video

What is outbound sales?

Outbound marketing is a form of marketing that involves actively reaching out to customers through various channels, such as email, telemarketing, and advertising. The goal of outbound marketing is to generate leads and increase brand awareness by targeting a broad audience. Common techniques include cold calling, email campaigns, and traditional advertising methods such as print and television ads. With the development of technology and changes in consumer behavior, outbound marketing strategies have evolved to include digital channels like social media, search engine marketing, and content marketing.

HomeFire Approach

Section 2: Using business technology for sales

miro

Use Miro to create a basic Industry target timeline. Remember, working in Miro is like working in a word processing document, you can copy and paste to make the workflow quicker.

Notice how this example has a Target Number of Accounts within its strategy.

Section 3: sales process

what exactly is sales like

The following video is a great example of some general terminology, processes, and tips for sales focused activities. This video uses technology as an example of product, however the approaches within can be tailored to any business, product, or service. This video will help inform the creation of your Sales Process in Miro.

HomeFire Approach

Section 3: Quiz 1

Another example, if a social enterprise sells a product for $100 and it costs $50 to produce, the gross profit would be $50. One goal is to have a COGS of about 25% on a deal size of $20k+ with a 50% deposit. The more gross profit produced is equal to wealth transferral that can then be used for yourself to expand your positive impact, or shared back with family and community.

This is the capital you use to scale your business and create positive impact in community. Always focus on increasing this number through the value, not time input of your work. How to increase the value? Increase your rates.

It's important to note that as a social enterprise, the profit is not only measured by financial gain, but also by the impact made on society and Mother Earth. The social enterprise might be operating on a different business model than the traditional one, such as B-Corp, where the companies are held to a higher standard of social and environmental performance, accountability, and transparency.

The social enterprise may also use the profit for reinvestment in the community or for the development of new products and services that align with the mission and values of the organization. Ultimately, the goal is to create a positive impact on the community while still being able to maintain financial sustainability.

More on COGS

Section 3

Outbound marketing for social enterprises can include various lead generation strategies, such as:

  1. Subcontracting a lead generation service - Partnering with a company that specializes in lead generation, such as LeadGenius or UpLead, can help you identify and connect with potential leads quickly and efficiently. These service provide emails and contacts to you that you will reach out to directly. Also search on gig websites like Fiverr.

  2. Cold emailing - Using tools like LeadIQ, Hunter.io, Mailshake, and Woodpecker to find email addresses of potential leads, and then sending personalized emails to introduce your organization and its mission. Some will have a fee…

  3. Networking events - Attending networking events and conferences related to your industry, and making connections with potential leads in person.

  4. Paid advertising - Utilizing platforms such as LinkedIn, Google Ads, and Facebook Ads to target specific audiences and generate leads through paid ads.

Overall, it's essential to constantly monitor and adjust your lead generation efforts to ensure they are effective and efficient. It's also crucial to keep track of your leads and regularly follow up with them to convert them into paying customers.

Exercise: Review these examples:
Lead IQ | LinekdIn Sales Navigator | HubSpot

Lead Generation

YOUR BRAND

YOUR BRAND

We will focus only on Outbound given the massive opportunity! If you do get an Inbound request, go to Step 5: Sharing Space

Section 5

Marketing Strategies and process

  • "Select Who You Want to Work With" is a crucial step in the lead generation process for outbound marketing for social enterprises. It involves identifying and targeting specific audiences that align with the mission and values of the organization, to ensure successful conversion of leads into paying customers. Remember that your clients also have a large impact on your mental health, consider which companies align with all of your goals in your fiscal timeline

  • "Positioning Sales Template" is the step in which a tailored, persuasive email template is created to directly reach target audiences and generate leads for the social enterprise. This template outlines the unique value proposition and key selling points of the organization to effectively capture the attention and interest of potential customers. Use Chat GPT to help you write yours.

  • "Generate the Emails" is the process of acquiring the valuable contact information of potential leads through various lead generation efforts, such as cold emailing, cold calling, networking, and subcontracting services, to reach and engage with target audiences in a personalized and effective manner. This step may require a small budget but it is the most important step in the process.

  • "Begin Reachout" is the step where the lead generation process comes to fruition and the acquired email addresses are utilized to initiate direct communication and engagement with potential customers through personalized and targeted outbound marketing efforts. Now you will use your sales template and directly send it to clients. Set targets that suit your lifestyle, wellbeing, and financial goals.

  • This section is dedicated to the time it takes to meet and offer a proposal. Our recommendation is making meetings virtual and using Calendly to organize the meeting. The offer of a proposal must be accepted before you can move to the next step.

  • "Deliver Proposal and Negotiate" is the step where the potential customer is presented with a detailed proposal outlining the products or services offered by the social enterprise, and any pricing or contract terms are discussed and negotiated to reach a mutually beneficial agreement. The terms of the proposal should indicate that you will receive a 30-50% deposit upon agreement and execution of the proposal. Use Panda Doc and Chat GPT to generate the proposal based on your specific service offering for them. E.g. If your deal size is $15,000. You will receive $7,500 as a lump sum you can use to perform the work and the other $7,500 when the work is done.

  • "Do the Work and Have Fun" is the step where the agreement reached with the customer is executed and the social enterprise delivers its products or services, while also fostering a positive and enjoyable experience for both the customer and the team. This step is important as it is where the enterprise is able to deliver on its promise and create a long term relationship with the customer.

Outbound

Section 6

Use Trello to Create a Sales Pipeline

A sales pipeline is a visual representation of the stages a potential customer goes through before becoming a paying customer. It outlines the steps a sales team takes to identify, qualify, and close leads, and it helps to track the progress and success of the sales process.

For a social enterprise, a sales pipeline can be created using a tool like Trello to organize and manage the different stages of the sales process. Trello is a project management tool that allows users to create boards, lists, and cards to organize and track tasks and progress.

To create a sales pipeline using Trello, you would first set up a board and create lists for each stage of the pipeline: for example, "Prospects," "Qualified Leads," "Proposal Sent," "Negotiating," "Closed Won," and "Closed Lost." Then, you would create cards for each potential customer and move them through the lists as they progress through the pipeline.

For example, when a new lead is generated, a card would be created and placed in the "Prospects" list. As the lead is qualified and a proposal is sent, the card would be moved to the "Proposal Sent" list. Once the proposal is accepted and the enterprise and the customer reach an agreement, the card would be moved to the "Closed Won" list.

In addition to tracking the progress of each lead, Trello also allows for the addition of comments, attachments, and due dates to each card, which can be used to keep track of communication with the lead and to set reminders for follow-up tasks.

Trello can also be integrated with other tools such as email marketing, CRM, and Calendar to streamline the sales process and make the whole process more effective and efficient. The integration can help you to automate some repetitive tasks, centralize the data in one place and make it accessible for the whole team.

Overall, using Trello to create a sales pipeline for a social enterprise allows for clear visibility of the sales process, efficient management of leads, and the ability to track progress and success. This can help the team to identify areas for improvement and make data-driven decisions to drive more sales and growth for the enterprise.

Section 7

Grants and bursaries

Technology to Use: Chat GPT, Trello, and Miro

Listen closely my friends…

Using ChatGPT to find grants relevant to your social impact business on Turtle Island is a great way to identify potential funding opportunities. You can ask ChatGPT questions like "What grants are available for social impact businesses in Canada?" or "What are the deadlines for grants for social enterprise in Canada?"

Once you receive the information, you can use Trello to manage the grant application process. Trello is a project management tool that allows users to create boards, lists, and cards to organize and track tasks and progress.

To use Trello for managing the grant application process, you would first set up a board and create lists for each stage of the process: for example, "Grants to Research," "Eligible Grants," "Applications Submitted," "Awaiting Decision," "Grants Awarded" and "Grants Declined". Then, you would create cards for each grant and move them through the lists as they progress through the process.

For example, when you find a grant that you think may be relevant to your social impact business, you would create a card and place it in the "Grants to Research" list. As you research the grant further and determine that it is a good fit for your business, you would move the card to the "Eligible Grants" list. Once you submit the application, the card would be moved to the "Applications Submitted" list.

In addition to tracking the progress of each grant, Trello also allows for the addition of comments, attachments, and due dates to each card, which can be used to keep track of communication with the grant provider and to set reminders for follow-up tasks.

You can also integrate Trello with other tools such as Google Drive or Dropbox, to store the grant application documents and share them with your team members. This will provide a centralized place for all the grant application-related documents and make it easier for the team to access them.

Overall, using ChatGPT to find grants relevant to your social impact business in Canada and Trello to manage the process can help you to identify potential funding opportunities, streamline the application process, and keep track of the progress of your grants. This can help your social impact business to secure the funding it needs to achieve its mission and make a positive impact in the community.

Goal setting is an important aspect of managing the grant application process for social impact businesses. It helps to set clear, measurable objectives and to track progress towards achieving them. This can include goals such as the number of grants to apply for, the total amount of funding to be secured, and the number of grants awarded. Having clear goals in place can also help to identify areas for improvement and make data-driven decisions to increase the chances of success.

However, it's also important to keep in mind that the grant application process can take a while and the cash from the grants may not realize immediately (be accessabile funds). The process of applying for grants, waiting for a decision and then getting the money can take months. It's crucial to plan for this and keep track of the cash flow, so the business can have a smooth operation during the waiting period. Additionally, having a contingency plan in place in case the grant is not awarded can also be helpful.

Section 8

outcomes

  • Have a Fiscal timeline with Goals in Miro board

  • Have your own Sales Process in a Miro frame

  • Have a Google Doc with your Products and Services

  • Have a Google Doc with Sales Templates for your ideal clients

  • Your Products and Services on your Website with working Contact Form

Congratuatlions! you have finished this work well.

Great work. send your published links to: Tim@tataga.ca

““The secret of our success is that we never, never give up.”
– Wilma Mankiller